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Iris > 实例探究 > 打造联系：Bentley 与 The Surgeon 的合作

Bentley's Innovative Approach to Reach Younger, Diverse Audience

技术

机器人 - 自动导引车 (AGV)

适用行业

汽车

用例

远程手术
车辆性能监测

挑战

Bentley 面临的挑战是与美国更年轻、更多样化的高净值人群建立联系，并展示所提供的个性化水平。

关于客户

客户宾利是一个豪华汽车品牌，其客户群传统上偏向老年男性。他们希望与美国更年轻、更多样化的高净值人群建立真正的联系。

解决方案

解决方案是与领先的创意运动鞋定制商 Dominic Ciambrone（又名 The Surgeon）合作。 Dominic 采用 Bentley 材料和饰面打造了一系列限量版运动鞋，其中一双独特的运动鞋是 1/1 Bentley Flying Spur Hybrid x The Surgeon 的钥匙。该车在巴塞尔艺术展上亮相，展示了宾利 Mulliner 团队提供的丰富定制选项。

运营影响

The collaboration with The Surgeon was a successful strategy for Bentley. It not only allowed the brand to authentically connect with a younger and more diverse audience but also showcased Bentley's high levels of personalisation. The unique approach of creating a line of limited-edition sneakers from Bentley materials and finishes, including a unique pair that served as the keys to a one-of-a-kind Bentley, was a powerful demonstration of the brand's customization capabilities. This innovative approach helped Bentley to stand out in the competitive luxury car market and reinforced its position as a brand that offers unique, high-quality, and personalised vehicles.

数量效益

The featured car was purchased pre-launch for $463k
The campaign reached 4.7 million prime audience
The customisation narrative led to the highest margin ever per vehicle for Bentley

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